Blog Post #6: Data Gathering
- Interaction Design
- Apr 15, 2023
- 6 min read
Updated: Apr 19, 2023
Period: 2023.04.12. - 2023.04.17
As the next step part of our team's effort to pursue a better digital platform for cinema ticket buyers, we recognize the importance of data gathering task in driving informed decisions and creating the most optimized version of the product. In this blog post, we aim to publish new goals with and discuss various methods of data gathering that we employed over the week in order to better understand our target audience, their preferences, and the market trends in the cinema industry.
Research Question
"How do we make the process of buying cinema tickets for older users in the age range from 45-55?"
🎯 Setting new goals: Redefining Target Users
1. Current issues
After delivering our latest presentation on target users and personas, we received some feedback and identified two main issues with our current approach to designing the mobile interface for buying cinema tickets.
Age range of target users is too broad: The first issue is that our target user age group is too broad, spanning from 18 to 60 years old, resulting in personas that are also too broad and not specific enough to guide our design decisions.
Too many personas: The second issue is that we have noticed that older adults are struggling to keep up with the technology required to use our app.
2. New goals
Having reflected on the problems that we're facing regarding users selection, we decided to work on two primary fields, which is to redirect our concentration on one specific age group, thereby figuring out which persona is the end user of our product.
Focus on an age group: We have decided to narrow our target age group to older adults who are new to mobile technology and may struggle with using mobile apps to purchase cinema tickets. Our goal is to design a mobile interface that is intuitive and user-friendly for this audience, with a focus on simplifying the ticket buying process. By better understanding the needs and challenges of this group, we hope to create a more inclusive and accessible cinema experience.
Pick a persona: As our target users and project goals evolve, we recognize the need to refine our personas to better reflect the needs and behaviors of our target audience. While our previous personas provided useful insights, they are now too broad and do not accurately represent the specific group we want to target: older individuals trying to catch up with technology. To address this, we plan to narrow down our personas by analyzing user data and conducting targeted research to identify the key characteristics and behaviors of our ideal user. This will enable us to design a mobile interface that is not only user-friendly but also tailored to the specific needs and preferences of our target audience.
Kim Mi-Kyoung, 53 years old
Background: Mi-Kyoung is a retired teacher who has recently started going to the movies more often. She wants to take advantage of the convenience of buying tickets online, but finds mobile apps confusing and frustrating to use. Susan is eager to learn and open to new technology, but needs a more user-friendly interface to feel confident making purchases on her phone. She values simplicity, clarity, and ease of use, and wants to be able to quickly and easily find information about movie times and seating options.
Refine survey's questionnaire: With the change in our target users and personas, we need to update our understanding of their needs and preferences when it comes to buying cinema tickets on mobile apps. As a result, we need to create a new survey to gather data and insights from our new target audience. This will allow us to better understand their behaviors, pain points, and preferences, and use that information to design a mobile interface that is tailored to their needs. By conducting a new survey, we can ensure that our design decisions are informed by the most up-to-date and relevant user research.
❓ Observation, Interview, and Questionnaires
During our live observation at the cinema in the neighborhood, we will use a sampling with a camera method to gather insights about our target audience's behavior and interactions with the cinema. This method involves recording and analyzing the participants' actions, body language, and expressions while they use the cinema's services. The information we collect from this method will help us understand our users' needs better, improve the user experience of our app, and create more targeted personas for our target age group.
Case Study 1: Pho & Jiwoo
Location 1: Megabox Songdo
Address: Triple Street Building D, Incheon, Yeonsu-gu, Songdo-dong, 과학로16번길 33-4 D동 2~4층 트리플스트리트
Observations and Findings
Vending machines of different amenities are scattered everywhere within the space
First impression: the majority of the people on site appear to be young people
Entertainment machines designed for younger people are placed (ex: life 4-Cuts photo machine)
Comfortable environment is set for the cinema users
Massage machine are installed at the section called "Heeling Zone" (힐링존) -> Preferred by older generations
Sofas and couches are located to one side of cinem -> No matter if you are there for the movies or not, you can sit down, read a book, use your phone, or simply lie down for a nap while listening to some music
We also tried to book the tickets using the cashierless booth available. There are around 7 of them in total.
Result: It took less than one minute to finish the process, which we thought was very convenient.
We also shadowed a group of 3-4 Korean young men to see how they interacted with the booth.
Subconclusion: After conducting both general and meticulous observation, we feel like the current display gives off the impression that cinema experience will mostly be enjoyed by younger generation, thereby overlooking the needs and pain points of older users. We started to think about how we should reflect a more balanced representations of young and old users in the cinema setting, particularly in our solution design.
Mini Interviews
Both interviewees were questioned about their parents’ experience with the movie ticketing experience.
Interviewee #1: A man in his 30s
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Interviewee #2: A man in late 20s
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We also found an older user who straight up said no to our invitation for the interview. In our analysis, this is an indicator of how we should pay attention in approaching our target user group.
Since we visited around 5-6pm, which is a popular time for people to start showing up at the cinema, it was hard for us to approach and ask the staff at the counter for some insights.
However, when we asked him the question:
What are the common difficulties of older users (seniors) when they use the service at the cinema?
In response to our question, the staff stated that he was not sure. This tells us that cinema staff do not have information conducive to the understanding of older users at the cinema.
Case Study 2: Jaeni Park
Location: Megabox
Address: Triple Street Building D, Incheon, Yeonsu-gu, Songdo-dong
Time: 12:00-14:00
Observations and Findings
1. A visitor asking the staff about the kiosk
2. Majority of visitors were solo male visitors (60%)
3. A person scanning a QR code to order food online (leads to MegaBox app)
4. Old, outdated PC for sign up purpose
Mini Interviews
Structure: Semi-structure
Targets: Users between 40-60 years old
Duration: 1-3 minutes for each
Three interviewees were questioned about their interest in movie and experience with the movie ticketing app.
Interviewee #1 - male / 40s / solo visitor / movie app experience O
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Interviewee #2 - male / 67 / solo visitor / movie app experience O
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Interview #3 - male / 60s / with his wife / movie app experience O
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Interviewee #4 cinema staff / female / 20s
In this interview, the interview was questioned about the behavior of users above 40s
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Findings from the interviews
Despite there being a movie investigation function in the app, people get information about movies from search engines
The most essential factor in determining a movie to watch: Movie information and plot
use the app only to book movie
Case Study 3: Nahye Kim
Location: Megabox Incheon Nonhyeon
Address: Nongogaero 61, Namdong-gu, Incheon
Time: 19:30-20:00
Kiosks and ticket box
2. Snack bar
Observations and Findings
a. Observation
Kiosk: 4 groups
Ticket Box: 2 groups
Snack bar: 6 groups
Getting parking validated: 2 groups
b. Findings
Most of the people came in groups (with friends or families) and stopped by snack bars.
People who did not reserve tickets in advance through the app directly went to the ticket box rather than going to the kiosk.
Most of those who used the kiosk went to print tickets booked through the app rather than book through the kiosk.
Mini Interviews
Structure: Semi-structure
Targets: Users between 40-60 years old
Duration: 1-3 minutes
Interviewee #1 - female / 56 / with her daughter / movie app experience O
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Interviewee #2 - female/ 57 / with husband / movie app experience O
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Case Study 4: Jiwon Cha
Location 3: CGV Pangyo (Jiwon)
Address: 146-20 Pangyoyeok-ro, Bundang-gu, Seongnam-si
Time: Saturday, 16:00 - 17:00
Observations and Findings
1. Movie Ticketing
2. Snack Box
Families/ couples
No staff assisting ticketing machine
70% of visitors did not use ticketing kiosk - only ordered snacks before going in
User-friendly kiosk service: maybe too many snack options
Mini Interviews
Structure: Semi-structure
Targets: Users between 40-50 years old
Duration: 5-6 minutes
Interviewee #1 - female / 50 / movie app experience O
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